The Sustainability-Conscious Consumer: An Exploration of the Motivations, Values, Beliefs, and Norms Guiding Garment Life Extension Practices

Sustainability has increasingly become one of the single biggest issues requiring immediate global attention by both the retail industry and the consumer. As the end users of garments, consumers play a key role in reversing the current devastating environmental trends. For consumers to do this, there is a need to understand those motivating factors that would encourage them to increase their involvement in sustainability-related practices. This study, therefore, addresses the motivations, values, beliefs, and norms of the consumer’s sustainable consumption behavior (SCB). The value-belief-norm (VBN) theory was used as a framework to explain beliefs and behaviors which serve as predictors for attitudes and behavioral intentions. Data were collected through interviews with 14 female participants in six countries selected because of their environmentally-conscious behaviors. Findings indicate poor fit is a motivating factor to extend the life of clothing by providing participants with a sense of control and empowerment. Participants believed fashion was an unlimited reusable resource. Future research might explore connections among creativity, mental wellness, and empowerment. Both fashion industry and academic practitioners would benefit, as a need exists to update consumer behavior models, and increase understanding, based on the wants and needs of the sustainability-conscious consumer.